Petroturfing: Refining Canadian Oil through Social Media

Format: Paperback / softback
Length: 288 pages
Publication date: 09 May 2024
Publisher: University of Minnesota Press

Petroturfing: How Social Media is Shaping the Canadian Oil Industry

Petroturfing, a thought-provoking book, delves into the intricate relationship between social media and the Canadian oil industry. Drawing inspiration from astroturfing, which refers to disguising political and corporate media campaigns as grassroots movements, the book exposes the consequences of this mutually informed relationship. Since the early 2010s, a growing network of pro-oil groups, organizations, and campaigns has adopted social media strategies originally developed by independent environmental organizations to undermine resistance to the fossil fuel industry.

Located within the broader oil culture wars, Petroturfing details how this coalition of groups is working to reshape public perception of oil extraction as socially, economically, and ecologically beneficial. By unveiling these concerted efforts to influence the "energy consciousness," Jordan B. Kinder sheds light on the deep divide between Canada's environmentally progressive reputation and the economic interests of its government and private companies.

Furthermore, the book highlights the limitations of social media networks in promoting environmental justice and contributing to a more equitable future. It emphasizes the need for a more comprehensive approach that addresses the structural issues underlying online political expression.

Petroturfing is a valuable contribution to the ongoing debate about the role of social media in shaping public opinion and environmental policy. It sheds light on the strategies employed by the pro-oil movement to manipulate public discourse and challenges us to consider the broader implications of this relationship.

Weight: 340g
Dimension: 216 x 140 x 13 (mm)
ISBN-13: 9781517914332